The connection between physical retail and the booming world of esports has never been more essential, and this synergy is officially getting a massive extension. DreamHack has just announced a five-year partnership extension with Elgiganten, cementing the retailer’s role as Presenting Partner and Exclusive Retail Partner for all Swedish DreamHack festivals through 2029.
This renewed commitment marks what DreamHack describes as the longest-running retail partnership in the history of the Swedish gaming and esports market. It is more than just a commercial agreement; it is the weaving together of the gaming lifestyle and the retail experience into one seamless event fabric.
For Elgiganten, this extension ensures continued dominance at the heart of these major events. They will maintain their significant on-site presence, including a large store, daily giveaways, and a range of hardware-focused activations that immerse attendees directly in the gaming culture.
DreamHack emphasizes that this relationship is deeply integrated into the festival experience, ensuring Elgiganten holds exclusive retail and hardware rights throughout the events. This partnership proves that the bridge between commerce and the passionate gaming community is stronger than ever.
Andreas Jernberg, VP Brand Partnership Development at ESL FACEIT Group, highlighted the significance of this ongoing collaboration. “Extending our journey for another five years, a record for our market, proves that the link between retail and the gaming lifestyle is stronger than ever,” Jernberg noted.
Elgiganten’s Alexander Åberg echoed this sentiment, aiming to solidify their position as a central force in the region. He stated that the retailer intends to remain the heartbeat of the gaming community in the Nordics.
Beyond the retail presence, DreamHack is also evolving its festival layout to accommodate an even richer experience for all fans. The event now features a newly expanded Community Hall designed to serve as a dynamic hub for tabletop and trading card game enthusiasts.
This expanded space will feature competitive tournaments, free-play areas, dedicated hobby vendor spots, an Artist Alley, community-led stage programming, exclusive meet-and-greets, and an exciting new gamified festival adventure called “Quest.”
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Credit: KitGuru
